Centre sends its sherpas of communication to states

The NDA government has revised its communication strategy by effecting a major overhaul in the Press Information Bureau (PIB).

Published: 16th July 2017 09:49 AM  |   Last Updated: 16th July 2017 09:49 AM   |  A+A-

Minister M Venkaiah Naidu. (File photo)

NEW DELHI: The NDA government has revised its communication strategy by effecting a major overhaul in the Press Information Bureau (PIB). The Centre is sending five regional Director Generals (DGs) as its envoys to states, who will advocate the Narendra Modi government’s initiatives and also counter ‘propaganda’ against it by non-BJP-ruled states.

The envoys will be the eyes and ears of the Centre, as the government is gearing up to launch multiple public-oriented schemes targeting state polls and the general elections.

Last week, Information and Broadcasting Minister M Venkaiah Naidu decided to restructure PIB, the government’s machinery responsible for dissemination of information. The I&B ministry is setting up five regional heads—North, West, South, East and Northeast—for effective advocacy of the Centre’s programmes and policies. Every region will be headed by a DG-rank officer from the Indian Information Service.

According to top officials, the PMO is upset with the functioning of the PIB, especially its state units, because many Central schemes and initiatives are not reaching the public in absence of publicity. The state heads of PIB , sources said, hardly make extra efforts to push forward the government’s views.

“The idea is only to have effective advocacy in local media with more and more people on ground. Strengthening of communication strategy in view of forthcoming Assembly elections will play a major role in image projection,” said a top official.

The strengthening process also includes 19 Additional Director Generals, four Regional Directors along with several Deputy Directors and Assistant Director-rank officers in states, who will represent the Central Government.

The restructuring has raised eyebrows in the information service, as the regional heads will directly report to the Secretary, I&B ministry, not the Principal Director General, which has been the practice till now.

Stay up to date on all the latest The Sunday Standard news with The New Indian Express App. Download now


Disclaimer : We respect your thoughts and views! But we need to be judicious while moderating your comments. All the comments will be moderated by the newindianexpress.com editorial. Abstain from posting comments that are obscene, defamatory or inflammatory, and do not indulge in personal attacks. Try to avoid outside hyperlinks inside the comment. Help us delete comments that do not follow these guidelines.

The views expressed in comments published on newindianexpress.com are those of the comment writers alone. They do not represent the views or opinions of newindianexpress.com or its staff, nor do they represent the views or opinions of The New Indian Express Group, or any entity of, or affiliated with, The New Indian Express Group. newindianexpress.com reserves the right to take any or all comments down at any time.